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Jaeger

This is the second instalment in my series of posts looking at brands that use storytelling as part of their marketing activities.

I won’t bore you with my full definition of what I think storytelling should mean in a marketing context, but suffice to say that I think it should be used to describe authentic content that reveals something interesting and truthful about the business, such as the origins of its products or a look inside the company culture.

At Demandware’s Xchange ‘14 conference I caught up with Jaeger’s head of ecommerce, Simon Spencelayh, to find out how the fashion retailer is improving the customer experience and its multichannel capabilities.

Jaeger has released stats relating to its use of interactive hotspot technology within footage of its Spring/Summer 2010 collection.

A linkto player allowed visitors to the retailer’s website to ‘shop the catwalk’ by encoding three full-length catwalk videos from London Fashion Week. In this case, products were highlighted by a subtle, greyed-out box and tracked as the model moved down the runway, each of which is then clickable to purchase.

The videos saw an average engagement rate (viewers clicking on at least one hotspot) of 27% across all videos, a click through rate of 13%, and an increase in basket size onsite of over 300% from people who purchase via the video.

Luxury fashion brand Jaeger launched a redesigned version of its website this week, with the aim of offering an improved user experience for its customers.

The redesign, by Design UK, also improves Jaeger’s international e-commerce offering, by providing prices in Euros and Dollars, as well as offering more currency and delivery options for overseas shoppers, which is a smart move considering the potential for sales growth in this area.